Cool send brand route against vicious competition in mobile phone industry

"It Times" reporter/Douzhou (from Shenzhen) rely on OEM and OEM, although it can earn a small profit, but it is not conducive to the promotion of technology. Domestic mobile phone in the overseas market in the pursuit of volume, more should be committed to brand-building, the introduction of leading industry trend of products, so as to Nokia, Samsung, Apple, RIM and other foreign brands of the same competition as late as August, the domestic major mobile phone manufacturers have published their own semi-annual report, the data presented a feature- The overseas market ushered in the rapid growth.　　ZTE, Huawei, Cool faction, TCL, etc., have made good achievements in overseas markets. But the surge in shipments from overseas markets does not obscure the problem, which is the collective absence of brands.　　Although relying on the foundry can also earn a certain profit, but the loss of the right to speak, which has become the heart of domestic mobile phones. For domestic mobile phones, the mentality of Chinese people is more complex, early, it once occupied the domestic market for half, and then gradually lost. It's not too late for Chinese phones to go out, including early waveguides, Amoi, TCL, and later Huawei and ZTE.　　For now, they have not yet played a brand role in overseas markets. Overseas market floating Red market research firm Gartner's latest study shows that global handset shipments grew by 13.8% to 326 million in the second quarter of this year.　　But the main domestic handset manufacturers, their shipments growth rate is higher than this level. In the first half of this year, TCL mobile phone sales amounted to 14.2 million, year-on-year increase of 181%, of which, in the Americas market sales up to 6.9 million, up 335% year-on-year.　　However, it in the domestic market, shipments of only 1.3 million, less than a lot of shanzhai machine manufacturers. As the only one to kill into the global shipments of the top five of domestic handset manufacturers, ZTE's first half of this year's mobile phone business performance eye-catching, the period of revenue reached 7.8 billion yuan, the year-on-year growth of about 40%.　　At present, mobile phone business has become one of ZTE's most important business, the proportion of revenue, has risen from the same period last year 20% to 25%. According to Shiyou, executive vice president of ZTE, the company has sold 28 million handsets in the first half of this year, and Europe has become the second largest market after China, up 150% per cent year-on-year. To better serve the European market, ZTE set up the European Operations department at the end of last year to try to localize its products.　　In addition, ZTE set up the US operations department last year to make a breakthrough in the most demanding North American market. Like ZTE, Huawei has performed exceptionally well on its terminals. January to June, mobile phone shipments of nearly 13 million, of which smartphone shipments than last year's annual growth of nearly 200%. and its established 150 dollar price, similar to the iphone user Experience smartphone strategy concept, has been practiced.　　In May, it and Telefónica released a price of about 150 dollars in the Android smartphone. Huawei Terminal CEO Tao Jingwen said the first half of the terminal business grew steadily, thanks to the successful cooperation with the world's leading operators. ChinaPlans to release more than 10 smartphones in the global marketplace this year. Yulong Cool to enter the overseas market late, but the growth rate is very gratifying. Its August 9 release of the first half of the 2010 year earnings show, the period to achieve revenue of 1.832 billion yuan, a large increase of 193.8%, net profit of 237 million yuan, the year-on-year increase of 740.4%. In the first half, cool 3G smartphone shipments were 1.42 million, compared with 100,000 in the same period last year.　　The sharp rise in sales abroad has been an icing on the cake for the cool, whose Indian market has grown more than 3 times times. Domestic mobile phone in the overseas market red, but it is easy to overlook a problem, that is, the collective lack of brand, most rely on the OEM, OEM survival, low price, the profit nature will not be high.　　With BlackBerry as of February 28, for example, net profit of up to 710.1 million U.S. dollars, a quarter of net profit, compared to the total annual net profit of Chinese handset manufacturers and more. The brand is the only one. In the mid 1980s, a cognitive survey was done on the mixer, and the customer was asked to name all the mixer brands they remembered, and GE was ranked second.　　Surprisingly, GE had not produced a blender for nearly 20 years. Similarly, to return to domestic mobile phones, the brand's influence is also their important elements to explore overseas markets. If a mobile phone company wants to gain long-term development, it must make efforts in the brand.　　Yulong has recognized the importance of branding and is trying to differentiate it from other domestic manufacturers. India's 3G licences are being issued, a great opportunity for the cool.　　Compared to other markets, India's mobile users are relatively low-end, last year, GSM users ARPU value of only 28 yuan, CDMA users ARPU value is lower. "3G licensing means that high-end users will be activated."　　"Yu Long Cool Marketing system deputy general manager Li Liu revealed that the company in the domestic high-end products N900, has entered the Indian market, this product in the local market is also one of the highest end of the product, as much as Nokia and other foreign brands." Cool faction believes that the Indian market is very serious, the price alone finally only dead. At present, the cool faction product is the Indian market average price 3 times times above.　　The reporter learned that India mobile operator Tata and Yulong Cool faction has been negotiated, this is it in the Indian market, following the attack of mobile operator Reliance, opened up the second operator. Tata Department of India's largest telecommunications operators, with CDMA, GSM network. Tata is very optimistic about the cool in smartphones and 3G mobile phone field of strong research and development capabilities, the use of cool products can attract more high-end users, improve ARPU value.　　At the same time, cool faction hopes to work with Tata to speed up the layout of the Indian market and enhance its competitiveness in overseas markets. "The company is very optimistic about the cool brand strength and innovation ability, the cooperation between the two sides is worth looking forward to." In mid-October, India will usher in the most important traditional festival of the Year ' Diwali ' (quiteIn China's Spring Festival, which is also a year in the mobile phone sales of the peak season, hoping to cool the products in Tata's business Hall listed as soon as possible.　　"Tata Telecom operations general manager Vineet said that the future of cool products, will be in Tata's 4,000 stores listed, product coverage of high, medium and low three grades." At present, the cool overseas market shipments, half concentrated in India, other markets are not enough to develop.　　In the industry, the cool products are mostly positioned as high-end, and in India and other low-end market force, rather than play their own advantages, attack the European and American markets, these markets are more mature, the market returns are also higher, and the positioning of the cool is consistent. The company is aware of the problem and is increasing its investment in overseas markets, and the European market and the Latin American market will be the next target, says the cool. Outside the concern is that the European and American market mobile phone sales, basically the operator channels, and cool not like ZTE, Huawei, with telecommunications equipment and operators to maintain good relations of cooperation.　　This means that if the cool wants to gain a foothold in these markets, it will have to pay a greater price and win respect with the best products. "No matter in which market, product quality and brand are the most important, cool pie to do is to be in the domestic market advantage, successfully transplanted to overseas markets, do foreign users favorite products." "In Li Liu's view," At present, the company is mainly in the overseas market investment stage, will not consider profitability, mainly for the future laying the groundwork.　　Next, the company will consider increasing investment in overseas markets. Chinese mobile phone companies in overseas markets, a rare brand, which is very unfavorable to the internationalization process of Chinese enterprises. In Li, a cool executive vice president, it seems that the biggest problem of internationalization of Chinese enterprises is the brand problem, not to solve the problem, there is no internationalization of success. Cool pie will learn from other enterprises, the layout of the overseas market with its own brand sales and promotion, to "cool" brand in the Indian market, all the product packaging, promotion, promotion are in the market cool, and other enterprises to distinguish. With this, cool faction will be in the Indian market with Nokia, Samsung and other enterprises in the same competition.　　According to reports, the cool faction has done 10 years of overseas market prospects, is expected to use 3-5 years to do basic work and promotion, with 5-10 years will be the most famous brand in India. Explore a new outlet in recent years, ZTE, Huawei's terminals, using its partnership with global operators, in the overseas market rapid development, in shipments have entered the world's top 10.　　In the industry's view, domestic mobile phones in the overseas market shipments are very considerable, but not with competitiveness, which is worth thinking. ZTE is rethinking the Indian market and seeking strategic change.　　Cool faction said that the loss of money to make a yell things must not do, not conducive to their own brand things must not do, the company will provide more humane, easy-to-use products. "Relying on the OEM and the OEM, it is difficult to upgrade the technology and to achieve long-term development." "Li that homemade handsMachine in the overseas market single indulge in the pursuit of quantity, the consequences are very serious. Cool pie in the future overseas markets, will be based on domestic experience to do, including branding and promotion, so as to stand on a favorable starting point, to make up for the late entry overseas market regret.　　In the industry, it is not necessarily a bad thing to go into the night, Apple iPhone2007 only began to go public, but created extraordinary results. And shipments are not the only mobile phone companies to assess standards. The most typical example is the waveguide, a few years ago, it won the domestic mobile phone export champion for many years. However, because of its long-term disregard for technology and quality, it has been reduced to a purely foundry manufacturer today.　　The first half of the Wave Guide's revenue, 88.2% from the overseas market generation income, including mobile phone board and Shell of the foundry costs. The stampede from the cottage machine is a huge shock to the brand machine.　　In addition, the situation of overseas OEM is very unstable, and it is easy to replicate, to the survival of domestic mobile phone companies, has brought great challenges. Under the grim market situation, cool faction is opening up a new road, that is the pursuit of the ultimate quality. More than two or three years ago, perhaps many people thought that the cool mobile phone, although powerful, but its appearance is large and clumsy, in the process of the most criticized.　　And today, cool faction has reversed the situation, in the process become a model of domestic mobile phones, and is close to international brands. The success of Apple's iphone is related to the art of craft design. Cool faction believes that the future of the mobile phone market will be the details of winning, only the pursuit of the ultimate technology, with this attitude, in order to create a global brand image.　　Cool pie recently attention to detail, its mobile phone with weather forecast function, if it is rainy, the screen will appear small raindrops, this humanized design, by the user's praise. But for domestic mobile phones, overseas market is a difficult trek, absolutely can not be lax, should establish the brand's thinking firmly carry on.